the process of eating meat. >> reporter: but wait a second, now we're getting to clockwork orange. you're creating an aversive experience that is trying to rewire me. >> i think v.r. is like uranium. it can heat homes or it can destroy nations. so it is absolutely scary and we >> reporter: the power to destroy, said bailenson, lie not in his experiments, vetted by stanford's institutional review board, but in the unexamined spread of commercial virtual reality, where the lowest common denominator is likely to win. >> these experiences we give you in this lab, for example, cutting down a virtual tree, swimming through a polluted intense, and kids are playing these for hours a day. my job is to create virtual experiences that can help, and also to inoculate the world to understand that when you have these virtual experiences, they're not free. they change the way you think about yourself. >> reporter: or, about your future self. for better or worse.